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Sash Fernando

Creative Director

As founding and creative director of Principle Design, I take pride in our purpose to design with principle. I’m a strong believer that great design cannot happen without passion, knowledge and persistence. I continue to be inspired my formative design experience working under Milton Glaser and Michael Beirut of Pentagram design who instilled in me a deep seeded value for designing with purpose.  I established Principle Design to be able to practice and honour my value of quality design. Our decade long history has resulted in exposure to an array of clients ranging from local not for profits, to global corporations, as well community institutions in health and education and extensive experience within the creative industry. The diversity of our clients allows us to learn, innovate and engage with the complexity of such varied experiences that continue enrich our practice.

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Emma Porter

Design Director

Tish Wiseman

Marketing Coordinator

Shoshanah Wall

Marketing Coordinator

Thao Mai

Studio Coordinator

Bobby Haiqalsyah

Designer

Rob Cameron

Design Strategist

Norman Barnett

Design Strategist

Daniel Edmonds

Financial Controller

Ruwani Fernando

Head of Studio

2019

Melbourne Design Awards

Silver Winner Retail Identity & Branding
Ecosa The Perfect Mattress

2019

Melbourne Design Awards

Silver Winner Digital EdTech
Autism Teaching Institute & Western Autistic School

2018

Melbourne Design Awards

Silver Winner Retail Identity & Branding
Alex Earl

2018

Melbourne Design Awards

Gold Winner Graphic Design Retail Identity & Branding
Emperor Champagne

2017

Melbourne Design Awards

Gold Winner Digital Government Services Design
Architects Registration Board of Victoria

2017

Melbourne Design Awards

Gold Winner Digital Community Design
Youth Projects

2017

Melbourne Design Awards

Gold Winner Digital Design
Arts Education Victoria

2017

Melbourne Design Awards

Silver Winner Publication Design
Newry Street Richmond

2017

Melbourne Design Awards

Silver Winner Digital Corporate Design
Ewert Leaf Architects

2017

Melbourne Design Awards

Silver Winner Illustration & Type
Astor Theatre Overlook Bar

2017

GOV Design Awards

Silver Winner Corporate Identity & Branding
Arts Education Victoria

2016

Eat Drink Design Awards

Shortlisted Identity
Tetsujin Bar & Restaurant